The Importance of Tourism Policy after Holding Olympic Games

2023 Fiscal Year Final Research Report

• Project/Area Number: 19K12559
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 80020:Tourism studies-related
• Research Institution: Tokai University
• Principal Investigator: Ozawa Takato 東海大学, 観光学部, 教授 (50631800)
• Project Period (FY): 2019-04-01 – 2024-03-31
• Keywords: メガイベント / レガシー / 観光政策 / 都市再生 / 量的調査 / ソフトパワー / 外交戦略

Outline of Final Research Achievements

Through looking at the London 2012 Games, this research project found out the following points; First, UK successfully leveraged the opportunity of the 2012 Games to promote tourism under the "Great Campaign". Second, the London 2012 Games was also strategically used as a catalyst for the urban renewal in the east London areas. More than ten years' process of the urban regeneration around the Olympic park at Stratford has led to a birth of "world-class destination of London", which can be considered as an important achievement from the viewpoint of tourism. Third, the “destination” in this case implies “a good place to live, stay, work, and invest” (like the concept of a creative city), rather than just the sightseeing spot. This means that the tourism policy in the context of recent Olympic Games covers multiple aspects, including a project of creating a destination in a host city as well as that of promotion campaigns. This is true of the case of the Tokyo 2020 Games.

Free Research Field

観光社会学（メガイベント研究・都市再生・観光政策論）

Academic Significance and Societal Importance of the Research Achievements

2020年東京大会の開催に際してわが国の観光政策に何ができるか、という点が重要な社会的課題であると考えられることから当研究課題に着手した。その点で重要な示唆を与えるのが先行モデルとしての2012年ロンドン大会である。国家戦略としてのメガイベント活用と国際観光振興の取組みは、21世紀の世界的潮流であるが、国際的にも評価の高いロンドン大会のレガシー戦略とその最新動向の検証は、2020年東京大会に伴う日本の観光政策の戦略的な展開に向けて重要な問題提起に結びつく。本研究では、大会開催後のレガシー活用の観点もふまえ、メガイベント活用と観光政策、および都市再生の推進に着目しつつ研究課題を進捗した。